Why You Need to Listen to Customer Complaints

Last Updated
August 22, 2009

Why You Need To Listen to Customer Complaints

There are many reasons why you should listen to, and respond to your customers complaints; the following are some of the most important:

(i) Development

The most important reason why you should listen to complaints is very simple. If someone is complaining, the chances are, there is a problem in your products or service that is causing it. Listening to complaints allows you to find out what the problems are with your business, and solve them.

customers satisfied may cost money; you may need to give refunds or replacements, but you will normally regain much more than this over time by retaining the customer.

Fixing a problem once will help you keep the customer who made the complaint, but fixing it permanently will help keep all customers satisfied, and maybe even help to bring in some new customers.

(ii) Loyalty

It has been shown in several pieces of research that customers who complain, and have a problem solved are generally much more loyal than those who are simply happy with the business.

If you can fix a complaint quickly, it shows not only that your business respects the customer and wishes to provide a good service; but also that you can be relied upon, even when things go wrong. It can provide a customer with a sense of security in your business, making them much less likely to go to your competitors.

Click here for our article: How & Why to Keep Customers Loyal

How & Why to Keep Customers Loyal

(iii) Lost Customers

There is a basic choice with dissatisfied customers; Let them complain, and try to solve their problems; or watch them go to your competitors.

Although there are few proven figures, most experts believe that you are up to 10 times more likely to keep a complaining customer (whose problem you try to solve) than you are one who says nothing.

You should also remember that it costs up to five times as much to win a new customer than to keep an old one, even if keeping a dissatisfied customer costs you now, in the long run, it will almost certainly save you money.

If a customer complains, it gives you a chance to make them satisfied with your business again, and for this reason, you should encourage dissatisfied customers to complain.

(iv) Employees

If a complaint is the result of a mistake by an employee, a complaint will help you to know where problems lie. Minor problems can be fixed by reminding employees of certain information or processes, major problems can be looked at over a period of time, with the aim of long term improvements. In repeated cases of employee fault, you should consider giving verbal warnings.

Front line employees can often bear the complaints caused by other employee’s mistakes, but attempting to solve all problems revealed by complaints will help to keep your customers happy. Matters can also be helped if you give employees enough training and empowerment to deal with complaints and problems quickly, see links section for further information.

Article Index

  1. Why & How to Deal With Customer Complaints
  2. Customer Complaints
  3. How to Solve Customer Complaints
  4. How and Why to Encourage Customer Complaints
  5. Customer Complaints Summary
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